Mobile Research

Research, one of the best ways to determine success or failure of any initiative or business finds new way of self development. Cardinal Research, Drinks research company, used the OnePoint mobile survey solution for their first dip into mobile phone research for a project on behalf of a premium beer brand.

Account Manager at Cardinal Research, Jamie Belnikoff says "This is the first time that we have used the mobile phone to conduct research and we are extremely excited about what this new methodology brings to the table. As well as being significantly cheaper, a specific advantage for this type of research is that we capture the correct phone numbers for the participants which are vital for the follow-up stage."

He continues, "The beauty of the OnePoint solution is that we were able to see the responses as they came in via the website so we didn’t have the usual wait before being able to evaluate the results. It was also extremely quick and easy to set up the surveys. We will certainly be using the OnePoint solution again."

The survey aiming to understand the changing consumer behaviour and perceptions towards the beer brand and consisted of two stages. Firstly people were invited to sample the drink and then asked to text the brand name to a designated number to trigger a survey to their mobile phone whilst still at the venue. The survey consisted of seven multiple choice/rating questions. As for encouragement in order to complete the survey, participants received incentive - five pounds upon. The results showed extremely successful results.

On the second stage, follow-up surveys were sent to all of the participants’ mobile phones, one month after they took part in the sampling session. According to the SOURCEWIRE, the survey is still live and response rates are currently at 50%.